TikTok, fashion, and movies: tennis is making a comeback

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The forefront is fashion.

While other clothing brands have been in the sport for decades, New Balance is a comparatively newcomer. The French luxury brand Lacoste was founded in 1933 with tennis in mind. After all, the tennis-specific “polo shirt” was invented by inventor René Lacoste.

According to Catherine Spindler, deputy CEO of Lacoste, “Lacoste benefits from the greatest legitimacy in this universe thanks to its sporting roots, particularly in tennis.”

Two of the top names in tennis, Novak Djokovic and Daniil Medvedev, squared off in the 2023 US Open men’s final at the crocodile-adorned brand. Djokovic easily prevailed.

A significant component of the “tennis aesthetic,” or the opulent athleticism that is popular on social media, is now Lacoste polo shirts. Given that the sport “has always been associated with elegance, including from a sartorial point of view,” Spindler might not be surprised by this.

In 2023, at the US Open men’s final, Novak Djokovic returns a shot against Daniil Medvedev and wins. Lacoste has signed both of them.

“The sport of tennis has had a greater influence on fashion recently, with many people embracing its rules. Pieces from the tennis world are highly regarded and serve as inspiration for all.”

For her “Challengers” press stop in Australia, Zendaya recently wore a specially made Lacoste silhouette costume, which Spindler said as “further proof of the inspiration generated by tennis.”

Novak Djokovic returns a shot against Daniil Medvedev at the US Open's men's final in 2023. They both are signed by Lacoste.